Desire: French version of summer
The most characteristic features of the French style are impeccable taste and sense of proportion. We talk with Michel Bonnet, Executive Director of the French Federation of Shoe Companies, about the feelings that French exhibitors have on the eve of the Russian shoe exhibition and the new ordering season.
- You are already holding the third French pavilion at MosShoes. What results of the first two do you consider the most important for yourself?
- In a difficult time from the economic point of view, the French Pavilion made it possible to favorably distinguish national companies. The best indicator of its success is the number of visitors who have focused their attention on the France pavilion and directly at the exhibitors' stands. The companies participating in the MosShoes exhibition for several years, for example, Mephisto or Samson, were able to start their activities in Russia in more favorable conditions. The goal of companies entering the Russian market now is to find an agent. And we are especially proud that Gep, which first came to MosShoes in March 2009, has already made promising contacts.
- What will be new this time? Are new participants appearing in the pavilion?
- It is worth paying attention to two new participants - Wapiti (the company will present its line of children's and teenage shoes, as well as “authentic” home shoes with extracts of lavender oil, aloe vera and bioceramic capsules) and TBS (this company produces both clothes and shoes for active recreation, including for yachting. Only in France it has 14 monobrands open). You will be able to look at new collections, as well as discover the mysterious world of French shoe fashion during the defile, which will be held on Tuesday and Wednesday, 29 and 30 of September.
- What is the mood of the exhibitors who can already be called permanent?
- With great hopes, based on the experience of last season. All participants understand that entering a new export market requires hard work and regular promotions before you can reap the benefits of commercial profit and customer loyalty. For our part, we very much hope that the difficulties in the Russian economy will be quickly resolved.
- We have data on the export of French shoes for the 2008 year: an increase in volume by 27%, an increase in the average price of the export price for a pair by 14%. Is there data on the first half of the 2009 year? Is the export structure changing?
- In 2008, the export of French shoes to Russia increased by 16% in value. Export of products of the high price segment and luxury to Russia grew not only in the 2008 year, but also in the first semester of the 2009 year, and the average price for a couple increased, although not by much. In 2008, sales of men's shoes made of genuine leather increased sharply, an increase of 84%.
At the moment, it is too early to summarize the first half of the year, I can only say that we are preparing for much less promising figures, focusing on the economic situation in Russia. But French manufacturers, despite the difficulties, will wait for the market to revive, and will certainly attend the presentation of the Spring-Summer 2010 and Autumn-Winter 2010 / 2011 collections.
- By what signs do you realize that the French Pavilion this time was a success?
- Of course, this is the number of visitors at the exhibition and in the France pavilion itself, but above all, it is the development of relations between French manufacturers and Russian buyers who started at the exhibition. At the end of each exhibition, we are sure to conduct a debriefing with the participants.
- What will be the main trends of the Spring-Summer 2010 season?
- “Desire” is a symbolic word for the spring-summer season. So, new shoe fashion trends can be expressed through the prism of many desires: this is an attempt to combine the incongruous - imagination and science - to create an innovative fashion; and the problem of particular sophistication in the embodiment of eternal beauty; a desire for exoticism and, finally, a dream of a simple and enchanting field fashion, suitable for urban use. So, French shoes presents four stories to your attention, according to the trends of the new season: Search for infinity, Scorching Sun, Perfect Beauty and, finally, Forest Poetry. You can find more detailed information on new trends in the French Style brochure, which the federation publishes with the fashion department of the Committee for Economic Development of the Technical Center for Leather Products.
- During the “fat” 2000s, the majority of Russian shoe factories did not have time to update production equipment, partly because of this, production volumes fall annually. What is the dynamics of shoe production in France now? How do you rate the level of technological support in France?
- In 2008, 31 million pairs were released. Most French shoe manufacturers had been re-equipped long before the 2000's. Some have chosen the way to transfer part of production to other countries.
The leather industry in France is equipped with the latest technology, has its own research center for conducting experiments and developing new technologies, as well as special technical equipment for the implementation of basic research and the application of innovative products.
- Shoe business in France - is it more a family business or factory production?
- Our federation includes 110 shoe manufacturers, most are small family firms, less than 50 workers. Only six largest enterprises employ more than two hundred people.
- What are the largest retail chains in France? What is the proportion of French shoes in them?
- Distribution networks and their affiliates account for 39% of the total market turnover, their specific part has increased significantly in 2007-2008. The international footwear market is best known for the Vivarte and Eram group of companies. French networks are concentrated mainly in Europe and are poorly represented in other regions. Some manufacturers also have their own networks, for example, Mephisto, JMWeston, Paraboot brand stores are open not only in France, but also abroad. For example, Mephisto has more than 800 points of sale worldwide.
- The federation will have a new president this year. What ongoing initiatives of the federation will it continue within the country and abroad? What's new in the areas of work?
- You are absolutely right, Mr. Jean-Pierre Renaudin, former president of MOD8, a company producing luxury children's shoes, was elected the new president of the federation.
An active export policy, as well as introducing French shoes to a wide range of buyers, have been the two main areas of the development strategy of the French Federation of Shoes over the past two years. This work will continue.
The Russian market is very important for us, which is why we decided that the federation should have its own plenipotentiary representative here. Since this year, the interests of the federation in Russia have been represented by Ekaterina Mamatova. We hope that it will become the very link that will unite Russian buyers and French manufacturers.
- France is the historical citadel of feminism. Do you think a woman shoes for herself or for a man?
- I would say that French women manage to choose the right shoes for every moment! Not only elegance, but also comfort, as well as the quality of shoes are the main selection criteria for a woman.
- Whose shoes could you name the reference example of the French style in shoes?
- For many years one of the most widely represented in the international footwear market, including in Russia, is the Robert Clergerie brand. Other well-known names can be named: Rautureau, Louboutin. At the last MosShoes exhibition, the federation presented to the attention of visitors a retrospective of the evolution of French style, prepared by the famous Paris stylist François Ascensio, who also organized a fashion show in the French Pavilion. I am sure that he will be able to tell you in more detail about the influence of French fashion designers on the shoe collections of the next season with great pleasure.
Euro Shoes starts in a month in Moscow!
Euro Shoes will start operating on February 19 in Moscow!
The Euro Shoes @ CAF exhibition was successfully held in Almaty
The Euro Shoes@CAF exhibition will be held in Almaty
The Euro Shoes exhibition expanded its geography of influence and added components to the new pavilion
We are ready for active development in the Russian market
Friedrich Naumann, CEO of the Tamaris brand, told Shoes Report about the company’s ambitious plans, business development in Russia and expansion of the retail network, and also shared details about new collections and launches.
“Discount for repairs” of clothes and shoes in France supported workshops
The French have calculated the benefits of a program that encourages consumers to repair clothes and shoes by providing discounts on these services in certified workshops. The “repair discount” program began operating in France in November last year. Over the six months of operation of this program, the number of calls to repair shops in France increased 10 times and amounted to 250 repairs. The French saved 000 million euros, writes leparisien.fr.
Coach turned to Big Data analysis and won the interest of a young audience
American handbag brand Coach has planned the success of its Tabby model among a younger audience, Generation Z, by turning to big data analysis, abandoning traditional and analogue tools, such as human intuition or the ability of any executive to sense “which way the wind will blow,” writes B.O.F.
Why is it so important to work with customer reviews, analyze them and use them in your work?
Customer reviews are of great, invaluable importance when selling a product. However, many companies do not always understand this: they do not collect reviews, respond only to positive ones and do not work with negative ones. This is a big mistake and omission of the brand. In this article, together with SR digital marketing expert Tatyana Vasilyeva, we understand the intricacies and nuances of working with customer reviews and explain why it is worth paying attention to your customer reviews, and how this can increase your sales.
Louis Vuitton opens a new factory in Italy
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The Euro Shoes@CAF exhibition will be held in Almaty
From March 11 to 13, the Euro Shoes@CAF (Central Asia Fashion) exhibition will be held in Almaty at the Atakent exhibition complex. The exhibition, which is the largest international event in the fashion industry in Central Asia, will present collections of clothing, shoes and accessories.
New “dutik” from Rick Owens presented at the show in Paris
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VAGA SHOES is a new participant in the Euro Shoes premiere collection
The Russian women's shoe factory VAGA SHOES will take part for the first time in the international exhibition of footwear and accessories Euro Shoes premiere collection in Moscow.
Euro Shoes will start operating on February 19 in Moscow!
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American buyers couldn't buy Birkin bags and sued Hermès
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John Galliano and Christian Louboutin created the Tabi collection for Maison Margiela
Maison Margiela creative director John Galliano and French shoe designer Christian Louboutin released a shoe collaboration that was included in the Maison Margiela Artisanal spring 2024 couture collection. The design duo created six versions of the Tabi shoe. All shoe models in the collection have a split toe - a characteristic touch of the signature Tabi shoe model of the Maison Margiela brand. And Christian Louboutin gave the shoe its signature red sole.
Euro Shoes starts in a month in Moscow!
There is less than a month left before the main exhibition of shoes and accessories in Russia - Euro Shoes Premiere Collection. The event will take place from February 19 to 22 in Moscow at the Expocenter, and, as always, in partnership with the largest international clothing exhibition in Russia, CPM Premiere Moscow.
Why Rendez-Vous and Yandex Lavka released a “bread bag”
Shoe retailer Rendez-Vous announced the launch of a spring collaboration with Yandex Lavka and released a roll that resembles the shape of a woman’s handbag. This “Bread Bag” is presented in the Yandex.Lavka application at a price of 249 rubles. On the product packaging there is a promotional code for 1000 rubles, which can be spent in the Rendez-Vous network.
Camper has released innovative sneakers - designers
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Fashion trends Fall-Winter 2023/24 for commercial footwear purchases
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MSCHF and Crocs launch "Big Yellow Boots"
Creator of the Big Red Boots, Brooklyn brand MSCHF has teamed up with American plastic clog and sandal brand Crocs for another oversized shoe. The new Big Yellow Boots will go on sale on August 9th.
Five rules of professional lighting for a shoe store - something that is relevant in any season
When developing a lighting concept for shoe retailers, it is important to take into account not only the history of the brand, the architectural content of the premises, the target audience of the stores, but also the seasonality of the goods. With the onset of the cold season, client preferences change: bright weightless shoes are replaced by more massive models in discreet dark colors. Despite significant differences in summer and winter collections, the overall philosophy of the brand, its recognition should remain unchanged at any time of the year. Tatyana Ryzhova, an SR lighting expert in fashion retail, has identified five basic rules for a competent lighting concept for a shoe store for readers of the magazine, which will help to present winter assortment to customers in a winning way.
Bertsy: what to look for when choosing a model
Bertsy and tactical boots are becoming more and more relevant footwear, and not only because of the start of the hunting season. In Russia, there are several dozen enterprises producing this type of footwear. Oleg Tereshin, Deputy Chief Technologist of ZENDEN, told Shoes Report about the differences and features of ankle boots and what you should pay attention to when buying them in specialized retail and online.
EURO SHOES presents an updated section of the GLOBAL SHOES exhibition with collections of shoe and bag brands from Asian countries
EURO SHOES premiere collection is expanding. Along with the traditional pool of leading European footwear brands from Germany, Spain, Italy and Turkey, several dozen footwear and bag brands from the Middle Kingdom will be presented in the GLOBAL SHOES section at the Moscow Expocentre from August 29 to September 1.
I doubt and object: how to find an approach to difficult clients?
How good and serene would be the work of a salesperson if the customers were calm, cheerful, always knew exactly what they wanted, and bought, bought, bought! It is a pity that this is possible only in dreams. Therefore, we will not dream, but we will act. Together with Maria Gerasimenko, a permanent author of SR, we understand the doubts and objections of buyers and build a strategy for working with them. Our expert pays special attention to the two main objections of buyers, on which 82% of sales are lost.
Two prominent Russian fashion designers Vyacheslav Zaitsev and Valentin Yudashkin passed away
One after another, two days apart, Vyacheslav Zaitsev and Valentin Yudashkin, outstanding fashion designers, whose work for the whole world was a kind of hallmark of fashionable Russia, left this world.
World Footwear Yearbook: Global footwear production reaches 23,9 billion pairs and is back to pre-pandemic levels
The Portuguese association of shoe manufacturers APICCAPS published the 13th edition of the international statistical bulletin World Footwear Yearbook for 2023, according to which in 2022 the production and export of shoes worldwide increased by 7,6% and 9%, respectively, and the world production of shoes reached 23,9 billion couples and returned to pre-pandemic levels.
Rostov footwear brand Novak presented a collection of sneakers and sneakers
In the spring-summer 2023 season, the Rostov-on-Don shoe brand Novak presented a cute collection of sneakers and sneakers for every day. The upper of the shoe is made of genuine leather, suede, nubuck, the sole is made of light EVA.
How to create selling visual content for online based on the identified unique selling proposition?
What is a USP (unique selling proposition) and what is it for? Why is the USP creation service in great demand among fashion retailers today? How to create a working USP? Answers questions and provides step-by-step guidance on how to define your unique selling proposition and work with it to increase online sales, Tatyana Vasilyeva, an SR expert in the promotion and development of fashion brands.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?
